How cutting edge AI (and talented humans) are helping Chiltern Railways customers to Explore More

What is it they say about working with children and animals?

Challenge

Chiltern Railways is a major train operator in the UK. They wanted to promote their services and encourage customers to make more journeys. But most train travellers don't care that much about the train operator they use as long as it gets them there on time and in reasonable comfort. So we devised the Explore More concept, which is all about promoting the destinations and experiences that can be reached on the network.

My role was taking that idea and turning it into an impactful TV commercial to drive brand recognition and ticket sales.

Solution

I think it's easier to connect with audiences when you entertain them and have fun - just like real life. So I took the idea of the train as a portal to amazing experiences and made it literal, bringing some of those experiences on board the train itself and telling the story from the point of view of a young girl who has an adventure.

Key to the success of this ad is the tiger - which we created using cutting edge Generative AI instead of traditional CGI. While the rest of the ad is shot in the traditional way, we saved an extraordinary amount of money and time - enabling us to invest more in cast, crew and other creative decisions that make a difference.

Impact

This film has only just gone live, so there's no data yet - but our clients and thrilled with it.

Agency: DRPG (Where I'm the Head of Film Creative)

Role: Creator/Writer, Creative Director